Premier League Unveils New Logo, Waves Goodbye To Barclays
John Reynolds, Correspondent
The Premier League unveiled a new logo which will be used from next season, as it moves to a different sponsorship model.
The league is moving away from having a title sponsor -- after long-standing sponsor Barclays opted not to renew -- and replacing it with a number of secondary sponsors.
The new logo features the crowned lion, an icon which has become synonymous with the Premier League since it began life in '92, but has a more contemporary look to it.
According to the Premier League, the logo is a “bold and vibrant identity that includes a modern take on the lion icon -- a symbol that is part of the competition’s heritage -- which is flexible in digital and broadcast formats.”
Stuart Watson, creative director of DesignStudio, one of the architects behind the logo, said, “We wanted an identity that comes to life in billions of living rooms around the world so we know that the broadcast element of this is really important.”
The Premier League did not divulge the cost of the overhaul but admitted it was “not cheap.”
Premier League Managing Dir Richard Masters said, “From next season we will move away from title sponsorship and the competition will be known simply as the Premier League, a decision which provided the opportunity to consider how we wanted to present ourselves as an organization and competition.”
The Premier League showed the new logo to the clubs last week for the first time and received “very positive” feedback, said Masters.
To date, the Premier League has announced that Nike and EA Sports are two of its new seven-strong sponsorship line up.
Masters said three more sponsors would be announced within the next six weeks.
NBC, BT and Sky create their own graphics, so the new identity will have to be “blended” in with the broadcasters, Masters said.
Masters added, “NBC do their own production graphics so we will have to work extra hard with them to make sure that we are integrated properly.”
KEEPING IT SIMPLE: CAMPAIGN LIVE's Omar Oakes wrote part of the simpler, more colorful design "is supposed to make the brand more functional and attractive on smartphone apps and social media platforms." Watson "led the project from the agency side."
The rebranding "is just the first in a series of moves the Premier League is making as it prepares for life without a corporate sponsor for the first time next season," save for its inaugural '92-93 season.
The Premier League gave DesignStudio a brief to create a single, unified brand based on the competition and the organization, "celebrating what is best on and off the pitch" (CAMPAIGN LIVE, 2/9). PR WEEK's Sam Burne James wrote the logo "has been simplified to be more flexible in digital, broadcast and mobile formats -- and it accompanies an upcoming drive to reposition the league's identity by putting players' and fans' own stories at the forefront, rather than being a number- and statistic-led brand."
The league published a video "to explain its new positioning." The EPL last week "held pitches from four marcoms agencies that were invited to present on how they could help this repositioning." There "is not a specific remit as to whether this is a brand, creative or PR agency in particular."
Further agencies "are due to pitch ahead of an appointment being made" before the start of the '16-17 season, which will kick off in August (PR WEEK, 2/9).
In London, Callum Davis wrote the Premier League revealed its new visual identity for the '16-17 season -- "and it looks very similar to the old visual identity."
From next season onward, the country's top tier will be known as "the Premier League," with no title sponsor.
Masters said, "From next season we will move away from title sponsorship and the competition will be known simply as the Premier League, a decision which provided the opportunity to consider how we wanted to present ourselves as an organization and competition." There "had been some fear that the crowned lion would be dropped from the Premier League logo however DesignStudio, the company responsible for the new identity, says it was keen to maintain the animal which has adorned Premier League branding" since '92.
The logo's new look "has come under fire from a number of fans on Twitter" (TELEGRAPH, 2/9).
